Technology Habits of Generation Z - UK - September 2018

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Constant digital exposure
The relationship between technology, experiences, and brands
Influencers offer key marketing for brands
Digital advertising goes mobile
Digital addiction increasingly a concern
Figure 1: Generation Z online behaviours, June 2018
Companies and brands
Twitter combatting fake news
Spotify updates mobile app to give users greater control
Facebook adds measures to educate and protect users
Exclusive features push users to the Apple ecosystem, for fear of missing out
The consumer
Nearly all have access to a smartphone
Laptops a popular option for older Gen-Zers
Multiple avenues for media consumption through personal and household devices
Figure 2: Personal and household ownership of technology devices, June 2018
Gaming leads digital activities
Social media access
Messenger apps an opportunity for extending reach
YouTube most likely to be accessed
Figure 3: Social networks accessed at least once a week, June 2018
Stories encourage a constant digital presence
Social media for social change
Figure 4: Activities performed on social media, June 2018
eSports a rapidly growing market
Influencers have wide-reaching appeal
What we think
ISSUES AND INSIGHTS
Media viewing habits changing the way brands reach consumers
The facts
The implications
Digital addiction and a toxic online environment
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Constant digital exposure
The relationship between technology, experiences, and brands
Digital advertising goes mobile
Brands must demonstrate social responsibility
Digital addiction increasingly a concern
MARKET BACKGROUND
Constant digital exposure
The smartphone generation
Seeking unique experiences
Figure 5: How Generation Z would spend £1,000, by age, June 2018
The relationship between technology, experiences, and brands
Influencers offer key marketing for brands
Figure 6: Top 5 Instagram influencers in the beauty sector, by cost per post, 2018
Digital advertising goes mobile
Brands must demonstrate social responsibility
Social networks facilitate the spread of misinformation
Digital addiction increasingly a concern
Controlling negative experiences and cyberbullying
Figure 7: Generation Z online behaviours, June 2018
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Social networks combatting fake news
Spotify updates mobile app
Apple expands FaceTime to support groups
Facebook tackles social media addiction
LAUNCH ACTIVITY AND INNOVATION
Combatting fake news
Facebook
Twitter
Spotify updates mobile app to give users greater control
Snapchat uses visual search to aid product discovery
Apple’s iOS 12 promotes social connectivity, digital assistant interaction, and wellbeing
Exclusive features push users to the Apple ecosystem, for fear of missing out
Taking another shot at voice control
Combatting digital addiction
Facebook adds measures to educate and protect users
THE CONSUMER – WHAT YOU NEED TO KNOW
Nearly all have access to a smartphone
Multiple avenues for media consumption
Portable gaming devices have more diverse appeal than static consoles
Gaming leads digital activities
Messenger apps an opportunity for extending reach
YouTube most popular social networking site
Stories encourage a constant digital presence
eSports a rapidly growing market
DEVICE OWNERSHIP
Nearly all have access to a smartphone
Figure 8: Personal and household ownership of technology devices, June 2018
Figure 9: Ownership of smartphones, by age, June 2018
Laptops a popular option for older Gen-Zers
Figure 10: Ownership of laptops, by age, June 2018
Multiple avenues for media consumption through personal and household devices
Males key owners of static consoles, but portable consoles have more diverse appeal
DIGITAL ACTIVITIES
Gaming leads digital activities
In-app purchasing a familiar activity for this generation
Figure 11: Digital activities performed by Generation Z, June 2018
Figure 12: Digital activities performed by Generation Z, by device, June 2018
Social media access
Messenger apps an opportunity for extending reach
Instant chat to support brand communication
Automated chat services
Gen-Zers continue the push towards video streaming
SOCIAL MEDIA PLATFORMS
YouTube most likely to be accessed
Instagram just in the lead of the big three networks
Fringe networks
Rejection of social media
Figure 13: Social networks accessed at least once a week, June 2018
SOCIAL ACTIVITIES
Stories encourage a constant digital presence
Figure 14: Activities performed on social media, June 2018
AR and the rise of filters
Social media profiles follow users across the web
Brand marketing doesn’t mean marketing the product
Figure 15: Brand marketing on social media
Social media for social change…
…but fake news is a significant concern
TECHNOLOGY HABITS
Influencers have wide-reaching appeal
eSports a rapidly growing market
TV is still the preferred choice for media consumption
Gen-Zers embrace streaming
Streaming preferred method of paying for video content
Access to music helped by streaming
Figure 16: Generation Z technology behaviours, June 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology